Zimbabwe’s New Tourism Initiatives Are Positioning It for Global Success, Get the Details Here

Published on December 6, 2025

In perhaps its most ambitious move to place the country firmly on the global tourism map, Zimbabwe is now extending its energies in securing international visitors to the country through strategic participation in global conferences and tourism expos, while leveraging cutting-edge digital marketing initiatives. These efforts are aligned with the country’s goal of securing a projected 3.1% growth in its tourism sector by 2026, driven by rising international arrivals and a revamped global marketing strategy.

Strategic Focus on International Conferences and Tourism Expos

The Zimbabwean government is focusing on raising the country’s global profile by actively securing high-profile international conferences and events. This initiative is spearheaded by the National Convention Bureau (NCB), which has been tasked with driving Zimbabwe’s participation in key global meetings and conferences. By hosting international events, Zimbabwe aims to showcase its cultural richness, diverse landscapes, and unique tourist offerings, thus attracting more visitors.

Minister of Finance, Economic Development, and Investment Promotion, Professor Mthuli Ncube, announced these measures during the presentation of the 2026 National Budget. According to Ncube, the government’s strategy also includes expanding Zimbabwe’s involvement in prestigious tourism expos, both regionally and globally. These events provide valuable platforms for the country to showcase its leading tourist attractions, such as the awe-inspiring Victoria Falls and the majestic Hwange National Park.

The focus on international conferences and tourism expos underscores Zimbabwe’s commitment to becoming a top global destination for travelers and business tourists alike. By positioning itself as a key player in the international conference circuit, Zimbabwe can attract high-spending visitors and boost its overall tourism revenues.

Harnessing the Power of Digital Marketing and AI for Tourism Growth

In addition to traditional promotional activities, Zimbabwe is turning to digital marketing and the power of Artificial Intelligence (AI) to bolster its competitiveness in the global tourism market. The government’s new strategy emphasizes the use of AI-driven tools to enhance marketing efforts, targeting a more extensive and diverse audience.

Digital platforms, social media, and AI-based marketing campaigns are expected to provide Zimbabwe with the ability to reach potential visitors worldwide more effectively and efficiently. By leveraging data analytics and AI, Zimbabwe’s tourism authorities aim to better understand consumer behavior and tailor their marketing strategies to meet the needs of travelers, ensuring that the country’s tourism offerings resonate with the right audiences.

This forward-thinking approach will likely lead to increased brand awareness and higher conversion rates, encouraging more travelers to explore Zimbabwe’s scenic beauty and rich heritage.

Projected Growth in Domestic and International Tourism

Zimbabwe’s tourism sector is expected to grow steadily over the next few years, with both international and domestic tourism seeing upward trajectories. In 2025, the country forecasts a 2.9% growth in domestic tourism, driven by the growing middle-class market, an increase in intra-African travel, and favorable policy incentives. These incentives, such as duty suspensions on tourism-related imports, are designed to make travel more affordable for local tourists and stimulate demand for domestic destinations.

On the international front, Zimbabwe is targeting a rise in foreign visitors, with international arrivals projected to reach 1.87 million in 2026, up from 1.79 million in 2025. This growth will be fueled by enhanced marketing efforts and more focused attention on Zimbabwe’s key destinations, including the iconic Victoria Falls and the wildlife-rich Hwange National Park.

The country’s government is also dedicating resources to promote Zimbabwe’s tourism offerings in emerging markets. With a US$16.888 million budget allocation for tourism initiatives in 2026, the country plans to expand its marketing efforts, invest in infrastructure, and reinforce its reputation as a premier destination for international travelers.

Expanding Global Reach through Tourism Attachés and Strategic Partnerships

As part of its expanded tourism strategy, Zimbabwe will deploy tourism attachés to emerging markets, including Russia, Brazil, and Nigeria. These attachés will play a crucial role in building relationships with key international markets, attracting tourists, and boosting Zimbabwe’s visibility in countries that have shown increasing interest in African travel destinations.

Strategic collaborations with international partners are also a significant aspect of Zimbabwe’s tourism expansion plans. Through these partnerships, Zimbabwe hopes to tap into new markets, increase its share of global tourism, and gain access to additional resources for tourism development. The focus on market research will further ensure that Zimbabwe’s tourism offerings align with the preferences of travelers from various regions, enhancing the country’s ability to attract a wide range of tourists, from adventure seekers to luxury travelers.

Sustainable Tourism and Cultural Preservation at the Core of Zimbabwe’s Strategy

Zimbabwe’s tourism strategy is not solely focused on increasing tourist arrivals; it also prioritizes sustainable practices and cultural preservation. The government is committed to ensuring that tourism growth does not come at the cost of the environment or the country’s cultural heritage. This includes promoting eco-tourism and conservation efforts that protect Zimbabwe’s natural resources while providing travelers with the opportunity to experience the country’s rich biodiversity.

Sustainable tourism initiatives will be key to protecting the areas that attract visitors, including the UNESCO World Heritage-listed Victoria Falls and Hwange National Park. By encouraging responsible travel practices and supporting local communities, Zimbabwe aims to create a tourism model that benefits both the environment and the local population.

The Future of Zimbabwe’s Tourism: A Path to Prosperity

Through these developments, Zimbabwe aspires to be among the top African nations in terms of attracting visitors and, at the same time, showcasing its rich and diverse culture blended with appealing landscapes to a wide audience. As the country continues to develop its tourism infrastructure and collaborate with international partners, it’s poised to benefit from a significant and viable tourism economy over the coming years.